The power of branding is undeniable.
For example, if Apple were to remove their iconic logo from all products, stores, the website, and marketing collateral, would you still know that it is Apple? If someone were to hand you jewelry in a blue box, would you know it was from Tiffany’s?
Most of us would say, yes of course. And therein lays the value of a brand.
When you first launched your small business, it’s likely that you simply thought of selling products and services. But, at what point do you shift focus from commodity oriented thinking to branding? The answer is, “right now.”
How you position your product or service in relation to competitors is important. In a world chock-full of unimaginative brands, consumers are met with more choices. So by virtue of a crowded marketplace, it’s important to manufacture a product and an ideal.
Charles Revson, the pioneering cosmetics industry executive who created and managed Revlon through five decades made it clear, “In the factory we make cosmetics. In the store we sell hope.”
So the question is, “How do you take your simple widget or service and turn it into a brand?”
The Shift from Commodity to Brand
The fundamentals of brand development are simpler than most make them out to be. Here are four simple ways to make the shift.
1. Define your brand in writing.
Put it on paper. What is the essence or promise that your company will deliver? Write down three things:
– Who you are.
– What you do.
– And Why you do it.
If you want people to listen, you have to keep it simple and present a consistent image to your market. Once you write it down, refer to it often. It’s more than a positioning or mission statement. It should act as a barometer for what you do.
Now that you have it – use it. Every decision you make should communicate these qualities about your company. When you clearly define your brand, decisions ultimately become easier to make.
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